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For Jonathan Heslop, owning a Capriotti’s Sandwich Shop in Rock Hill, Missouri, is about more than a business. It’s about delivering premium experiences to his community and showing his four sons the value of hard work while building another family legacy.
From Air Ambulance Pilot to Entrepreneur
Jonathan’s professional journey has been anything but ordinary. He spent a decade flying EMS helicopters and worked as a pilot for Fox 2 in St. Louis. After stepping away from aviation to be a stay-at-home dad, he explored other ventures, from real estate investment and sales to creating a local brand of BBQ charcoal that quickly became the #1 consumer-ranked lump charcoal currently available in nearly 10,000 stores nationwide.
But as Jonathan explains, “That business mostly existed on a computer. While my children could help in our warehouse with shipping online orders, they couldn’t see me selling, plus they were too young to remember the grassroots start of it. I wanted to find something my boys could watch from day one in construction, then work in the store so they could share in the success.
Why Capriotti’s?
Jonathan’s first taste of Capriotti’s came more than 20 years ago in Las Vegas, and he never forgot it. Every trip back to Vegas included a stop for a Bobbie® or cheesesteak, and he was struck by the consistency of the food and experience no matter where he went.
"I had the opportunity to visit Capriotti's locations in Miami, Dallas, Chicago, Indianapolis, Denver, and Phoenix with my boys," Jonathan shares. "No matter where I was, the quality of their food was exceptional, every single time. I was genuinely blown away that there wasn’t a location in St. Louis yet.”
What sealed the deal was our commitment to fresh, premium ingredients: whole roasted Butterball® turkeys cooked in-house, cheesesteaks made with American Wagyu beef from Snake River Farms®, and bold signature recipes like the Capastrami®. “No one else around here does that,” Jonathan says. “I knew all I had to do was put the food out there, and it would speak for itself.” And it did. Jonathan’s Rock Hill location sold just over $1 million in sandwiches in its very first year.
Why a Franchise, Not Independent?
Like many entrepreneurs, Jonathan considered creating his own concept. But the reliability and proven systems of Capriotti’s won him over.
“With a franchise model, you take the guesswork out,” he explains. “Capriotti’s hands you All-Star recipes that have been proven for nearly 50 years. You know exactly what each sandwich costs to make, and you’re backed by marketing that already works in 170+ locations. It’s turnkey to profitability, and that’s why Capriotti’s thrives when you see so many independent restaurants fail early on, even though they have great food.
Another key factor was the leadership team. “Capriotti’s isn’t owned and run by a big private equity company. It’s led by two entrepreneurs my age who’ve each made tens of thousands of sandwiches themselves when the opened their Capriotti’s franchise 20 years ago. When I have a question or special request, I get the help I need from someone who understands, not an accountant.”
Support That Pays for Itself
Jonathan credits the Capriotti’s support system for making his first store launch successful and preparing him for growth. The Las Vegas-based training was “humbling” but invaluable, and when it came time to open, corporate trainers were on-site to help run the kitchen and coach his staff. The marketing team guided local promotions, and the supply chain team ensured consistent product delivery.
“The biggest thing is tech support,” Jonathan says. “Managing delivery platforms like Uber Eats and DoorDash is a full-time job, but Capriotti’s has a department making sure everything runs smoothly. Without that, I don’t know how a single operator could keep up. That’s where the royalties pay for themselves.”
What’s Next for St. Louis
Jonathan currently operates one Capriotti’s in Rock Hill, with his second location set to open in early 2026 in Creve Coeur, MO. He has plans for a third store as soon as the right real estate is secured.
“In a new market like St. Louis, one store isn’t enough. You need that triangle of locations to build awareness and maximize marketing. That’s how you make it exponentially more profitable,” he explains.
Same-store sales continue to rise at the Rock Hill location as Jonathan drives growth through a multi-channel marketing strategy. “Social media and influencer marketing are our biggest return on investment, and Capriotti’s provides excellent support with that,” he notes. “But success also comes from being unique in more than just the recipes. We advertise on a local radio station and podcasts where I am a frequent guest host of the shows, and I also leverage my position in Platinum Rock Legends, St. Louis’s top-performing band, to broaden our reach. As a result, sales in Q3 2025 are up nearly 20% compared to the same period in 2024, which shows the real impact of these efforts.”
For Jonathan, Capriotti’s is about more than just sandwiches; it’s about smiles, family, and community. “I love seeing people’s faces when they take that first bite. Capriotti’s has something for everybody, and it’s built on quality and authenticity. That’s something I’m proud to bring to St. Louis.”
Are you interested in building a business dedicated to bringing premium experiences? Contact us today to learn more about opening a Capriotti’s in your area.
